a portfolioof planning

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carrie o’dell

My name is Carrie. I am an advertising student (soon to be graduate). My favorite color is orange, and I can only cross one of my eyes. I like clocks and trees. I enjoy old music and older movies. I read. I draw. I bowl. I run (slowly). I dance by myself and I sing out loud. I can do a killer cartwheel. I love my family and I’m scared of dogs. I’ve mastered the art of tumbling down stairs. I hail from Oklahoma, but I’ve driven all over. I love color and type and art.And commercials.

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carrie o’dell

When I entered the Advertising program at Brigham Young University, I will admit that the account side was not the route I had in mind. I had big dreams of designing. Designing ads, designing lo-gos, designing houses—designing anything and everything they would let me, really. I was half way through my minor in visual arts and thought that going down the creative path was the next option, obviously. However, after a couple of semesters in the program, I realized that creative wasn’t nec-essarily what I wanted to be doing. I realized that I really enjoyed the account side of Advertising. I actually like research (which was a bit of a shock to me, I didn’t realize that I would enjoy it as much as I do). I love finding the insights that set the product apart from everything else, that one aspect that makes the difference. I love the brainstorming process and finding the direction the campaign should go in. I love working with the client. With my visual arts minor, I have the training to fulfill my artistically creative side, while the account side satisfies my need to understand and organize.

my majoror how I came to be on the account side

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553 N. 700 E. #3 Provo, UT 84606 918 · 779 · 5813 carrieannodell@gmail.com

Education Advertising major/visual arts minor Brigham Young University, Major GPA 3.76 on a 4.0 scale

Relevant Experience BYU Ad Lab Spring 2010-present time · Gatorade · Our class was given the assignment to promote Gatorade Powder. We conducted qualitative re- search to gain insights into the consumer. From this information, we developed a campaign that high- lighted powder to bring it to the forefront of the minds of teen athletes and their parents. We presented our work and ideas to TBWA\Chiat\Day in April. · Nature Valley ·Nature Valley came to the Ad Lab with an assignment to utilize their owned social media to create brand loyalty with their current consumers. I worked with a group to develop a campaign involving Social Media to bring people back to the website and back to the brand. We presented our social media campaign to Nature Valley in April · Tipping Bucket ·Tipping Bucket is an organization that raises funds for projects all over the world. They came to the Ad Lab because they wanted to be more prevalent. We gave them ideas of how to keep their current donors interested as well as gain new donors. We also helped them get into the top 30 in the Pepsi Refresh Project. · BYU Honors Program ·The Honors Program was having a problem keeping students interested in the program throughout their education, so they came to the Ad Lab. We developed a brand model of who these students are. We then gave the Honors Program a redesigned version of their current program, telling them what they could do to keep the Honors students interested. · BYU Orca Grants ·BYU Orca Grants are Grants given by the Office of Research and Creative Activities at BYU. The Of- fice came to the Ad Lab to increase the number of applicants. We developed a strategy and a cam- paign that was intriguing to students, drawing their attention and interest in Orca Grants. · 2010 L’Oréal Brandstorm Competition ·With the L’Oréal Brandstorm Competition, we were given the assignment to develop a male beauty product for the Diesel brand. We analyzed the market and developed a brand. Then after surveying the market, we then developed a strategy for how to market this product to the consumer.

Other Experience

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Student Employee Brigham Young University Telefund, Spring 2010-present · Contact alumni for donations · Raised substantial funds for BYU

Summer Inter McElroy Manufacturing, Inc., June 2007-August 2007 · Expedited late orders · Tested technical equipment

Skills · Proficient in the Adobe Design Suite · Team player · Leadership ability

Interests Reading · Movies · Music · Violin · Running · Bowling · Drawing

resume

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The Problem and SolutionWhen we received the assignment, our client asked had a target in mind. They thought that the main target would be mothers of young children. However, our research did not support this as the best target. Rather, we found that this product would be better suited for working women. From our research, we were able to not only choose the target, but we develop a product. We developed package design, menu, and a distribution plan as well.

The AssignmentOur client came to us with the idea to develope an.”organic type of luncheable.” They felt there was a market for it, and wanted our research to find them a niche for such a product.

The StrategyFor affluent working women ages 25-35 who are health conscious, Fresca Vita is the healthy on-the-go lunch that gives them more “me-time” in their hectic schedule.

Fres

ca V

ita

Fresca Vita

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Research Methods

In order to hone in on the market and develop the product, we conducted both secondary and pri-mary research. For secondary research, We conducted research from over 17 sources. For primary reseach, We did 9 ethnographies and in-depth interviews, as well as 2 focus groups and a survey with over 100 respondents.

Fresca Vita

Research Findings

Secondary Research:68 million women employed in U.S. 34.5 million of workers are in high paying management or professional occupations 46.1% of organic product consumers are women ages 30-45 90% of women said their lunch isn’t as healthy as they’d like

Primary Research:99% of survey participants are working 93% said they wished there were a healthier on-the-go lunch option82% say it is important to them that they eat healthy56% have 2 hours or less of free time a week42% buy healthy food because they did research

“The healthier food is the more pure from the ground. You wouldn’t find a Lunchable grow-ing from the ground!”-Jenny Welton, CEO’s wife and busy

mother of 6 kids

“Healthier stuff is more expensive. I just try to find a good blend of cheap but healthy.”-Mandy Teer-

link, age 21

Map of Survey Respondants

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The Creative BriefFr

esca

Vita

Advertising Objective: Create a natural healthy, on-the-go lunch package. Build awareness of our product as the healthiest choice for the least amount of preparation.

Target: Women ages 25-35 who are educated, health-conscious, mobile and very busy. She plays a variety of roles in life—associate, friend, leader, socialite, etc. Healthy eating is at the root of her self-confidence and performance in every avenue of her world. She needs optimal lunch choices that won’t slow her down, but will get her through each demanding day. Her time is money, so she is willing to pay more for her lunch if it makes her days that much easier. After doing all she can in the world, her “me-time” is very valuable and rare. She likes to reward her body that allows her to ac-complish so much by eating well, exercising and enjoying nature. Likewise, she supports companies that are eco-friendly.

Insight: “I try to pack a healthy lunch, but I don’t always have time. It’s really irritating, because a lot of my food is not easy to just grab quickly.”

Promise: Fresca Vita promises the healthiest, grabable lunch options that add more me time to each day.

Support:• Convenient packaging (“Mix-and-match options, like a wardrobe”)• Creative variety• Fresh, natural ingredients• Reasonably priced

Tone:Fresh (natural)ModernHonest (informative)

Media Assignment:Point of purchase, informative ads about our product’s nutritional benefitsPoster ads outdoors and in workout facilities/yoga studiosBranded water bottles for workout facilities/yoga studiosSponsor and hand out samples at events like Race for the Cure, Women’s Health Week, etc.Website where women come together to share how they like to mix-and-match their options and what they’re doing with their “me-time”

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Fresca VitaThe Final Product

Recommended Menu:HummusFlaxseed Tortilla Chips Jicama Sticks Pita Bread Carrots Multi-grain crackers Granola Edamame Celery Healthy Dip Fruit slices (grapefruit, apples, oranges) Yogurt Dip

Brand Positioning: Convenience of Lunchables Healthiness of a fresh garden meal Variety of a restaurant

Packaging:Convenient packaging (“Mix- and-match options, like a wardrobe”) Creative variety Fresh, natural ingredients Reasonably priced

Brands are successful with the affluent when they are: intelligent, efficient, innovative and stylish

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L’Oré

al B

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The CompetitionLast year, I participated in the L’Oréal Brandstorm Competition. We were given the assignment to create a product and develop marketing campaign for a male beauty product, not a fragrance, for L’Oréal’s Diesel. In order to develop fully, we first had to analyze the market, the consumer, and the brand.

The Problem and SolutionOur challenge was to bring the Diesel brand into more markets than just fragrance by creating a beauty product range for men. Make it the new Diesel franchise.

Our team developed a self tanner for men entitled “TINT.”

The WorkIn order to develop our product,My team and I did extensive secondary research to understand the market. From our research of the market, we were able developed a brand model explaining our objective, our market, and our strategy.

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L’Oréal B

randstorm 2010

The Market

Define the consumer: Modern Bachelor Playboy 18-30.Our target market for Diesel’s new beauty product is a single (unmarried) man around the age of 25. He is concerned with feeling good and looking good. He is a confident, upper middle class bachelor who values his social as well as economic success. Currently, sales for male beauty products are high because of the recession. As jobs are limited and money is tight, he looks to boost his self-esteem by revamping his appearance.

The End Product

Based off of the success of Diesel’s current clothing and fragrance lines, the company has a strong presence in the fashion industry. Because of Diesel’s masculine edge, they are the perfect company to break into the male beauty industry. The brand followers are loyal and would most likely be ac-cepting of a new line of beauty products.

The New Product: TINT, a daily body moisturizer specifically for men that healthily and gradually darkens the skin over a period of days. Five days of usage results in two skin shades darker.

Position: TINT will be part of a new branch of the Diesel beauty line for men. This product will help create an overall experience for Diesel customers. Diesel will now be a competitive company in the male beauty industry.Our overall strategy is brand awareness for Diesel’s newest product, TINT through commercials,print ads, a web site and alternative media. The advertisements will convey how our product is integral to a man’s social standing and image. The ads will be strategically placed in major cities across the world, where our target market resides.

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The ClientWhile working in the BYU AdLab, We were given the assignment to find a way to help the BYU Hon-ors program revamp their image.

The Problem and SolutionThe Honors Program had been having a difficult time keeping their students enrolled in the program. Research revealed that students dropped out of the honors program for three reasons: they felt a lack of support from faculty, they found other relevant academic opportunities, and they felt over-whelmed by requirements. We developed a Brand Model and a strategy for the program to reposi-tion themselves as a way fulfilling program that is not only attainable, but also helps students prove their academic merit.

The PlanIn order to better direct our campaign, we needed to understand the students in our target market. We spoke with students about their experience in the Honors program and what it was that moti-vated them to finish. After speaking with these students, we were able to develop a brand model and creative brief.

BYU

Hon

ors

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The Brand Model/Creative Brief

Current Position:A worthwhile program whose burdens outweigh the benefits.

Desired Position: Honors is the marathon that proves your academic prowess.

Target Market: “Ambitious Academic Marathoner”These freshmen and sophomores took honors and AP classes in high school to prove their academ-ic prowess—to prove they were the elite. The Honors Program was the next logical step. They be-gan to establish themselves through the Honors program, but when other opportunities* presented themselves, they became overwhelmed and Honors was dropped from their priorities. They still feel that cultural experiences are important and participate through Great Works and Honors classes, but do not think a thesis is the best way of optimizing their educational experience. We hope to tar-get these students because they are still in the early stages of their education. We want to convey to them, through our advertising, that Honors is a good addition to their education, offering a good challenge for their academic stamina.

*Opportunities include excellence within their field of study as well as other aspects of their lives.

Core Desire of Target Market: “Academic Runner’s High”These students are classic over-achievers. They need a sense of accomplishment and will not settle for anything less than their best. They seek experiences that satisfy the need to excel.

What Honors Offers:Honors provides the course for the marathon. It is an avenue that fulfills your need to over-achieve.

What Honors Delivers:Honors challenges their academic stamina through smaller classes, mentored research, and Great Works experiences.

Overriding Concept: Honors transforms you from a jogger into a runner.

Tone of Campaign:Prestigious and empowering, yet witty and direct.

BYU

Honors Program

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BYU

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The Campaign Strategy

In order to fulfill our objectives, we came up with a strategy to bring those objectives into action, as well as future steps to bolster student relationships once they’ve strengthened the program.

1. Help students see how they can fit requirements into their schedule.We suggested that The BYU Honors program developed a way to allow students to plan out General Education requirements within BYU’s already developed registration web site by putting a “University Core Honors” filter on it. This filter would be updated to show the Honors classes offered each se-mester, helping students see how the Honors classes can fit into their graduation plan.

2. Increase awareness about Honors opportunities.We suggested that the Honors program instigate a newsletter and calendar that would tell students all of the activities and programs that are going on at the time. Many students expressed that they fell behind in the program because they didn’t know when the programs that would fulfill their re-quirements were occurring. With the help of newsletters and calendars, the students would have an easier time staying on top of their obligations.

3. Drive students into the advisement center early in their education.Research found that students are more likely to remain active in the Honors Program if they feel administrative support. We suggested that the Honors Program encourage students to meet with an advisor early on in their undergraduate education by offering incentives such as discounts on the arts productions and T-shirts.We also suggested they use e-mail to advertise the advisement center, reaching the target market (current Honors students) with their chosen form of communication.

4. The Future StepsLastly, we suggested that the program create a social community so that students feel that they are a part of more than an academic program, and celebrate the success of students so they feel that the program is giving back to the students.

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BYU

Honors Program

The Examples of Calendar and E-mail Advertisements

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The Background

As I mentioned before, my minor is in Visual Arts. In order to finish the minor, I have taken illustration and graphic design classes, where I learned to use the Adobe Creative Suite. With this knowledge, I was able to design and create ads for my creative concepts class.

obsess a little

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Creative M

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obsess a little

Leave your mark in COLOR

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